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The Effect of Environmental Awareness on Post Purchase Dissonance, Coping Mechanisms and Behavioural Outcomes: A Gen Z Online Impulse Buying Study in India

This dissertation investigates how Gen Z consumers in India manage the dissonance caused by impulse shopping when they later become aware of its environmental impact. The study finds that while awareness increases dissonance, the coping style determines whether future impulse buying increases or decreases. It bridges gaps in existing literature by merging marketing, psychology, and sustainability in a single behavioural framework.

Project Type

Thesis Paper

Date

Jan-May 2025

Course

Media Major Dissertation | Semester 6, 7 & 8

Professor

Dr. Kavitha Iyer

Image by Andre William

What Sparked This?

In a time when Gen Z is applauded for its environmental consciousness yet heavily engaged in online impulse shopping, I was struck by the contradiction. I wanted to explore a core question:

"Does awareness of environmental damage caused by impulse buying actually change behaviour...or do we just rationalize it away?"

​

My goal was to bridge my interest in marketing, psychology, and sustainability. After rounds of brainstorming, I developed a topic that integrated all three: examining how post-purchase environmental awareness shapes dissonance, emotional coping, and future buying decisions.

What I Explored

  • Built a theoretical foundation using Cognitive Dissonance Theory (Festinger, 1957) and Coping Strategies Theory (Lazarus & Folkman, 1984).

  • Conducted an online survey with 217 Gen Z participants in India.

  • Used SPSS to analyze:

    • Descriptive stats (age, gender, individual scores)

    • ANOVA tests, Pearson Correlation, and Regression Analysis

  • Assessed four coping mechanisms:

    • Avoidant coping

    • Non-avoidant emotional coping

    • Emotion + problem-focused coping

    • Problem-focused coping

  • Developed 3 adapted models inspired by the Stimulus-Organism-Response (SOR) framework.

  • Explored variables like impulse buying scores, environmental awareness, and cognitive dissonance.

Key Takeaways

  • How to move from concept ideation to execution of a full-length, research-backed dissertation.

  • Gained experience in data design, survey creation, and statistical tools like SPSS.

  • Understood the psychological and emotional complexity of sustainable decision-making.

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